However, the sales of Taco Bell can be explained by the heavy promotion before the opening, by the brand being already known in Romania and by it choosing spots with significant foot traffic.
The RON3 million sales were generated by the two local restaurants, one in Baneasa Shopping City, which opened in October 2017, and another one in Mega Mall inaugurated in mid-November.
The brand arrived in Romania via Sphera Franchise.
Sphera’s other franchises include KFC Romania, Republic of Moldova and NE Italy, Pizza Hut and Pizza Hut Delivery in Romania. The group posted RON618 million revenue last year, up 20% on 2016 and most of it came from KFC Romania. Taco Bell competes with McDonald’s, KFC and Subway on the fast-food restaurant market. The three account for about half of the local market, put at EUR2 billion, according to market research company Euromonitor data. (EUR1=RON4.6564)
(English version by Loredana Fratila-Cristescu)